People come to Quora to ask questions, and to read and share insightful answers. This includes people

looking for reliable information about your company, products, competitors, and industry.

With Quora Ads, your business can influence a high-intent audience during the consideration phase of their

purchase process. This makes Quora ideally suited to reach customers actively researching a product or

service.

Whether you're writing answers or running ads, Quora enables your organization to:

Why advertise on Quora?

Quora's Audience at a Glance

Reach a coveted audience

Quora has a worldwide audience of more than 300 million unique

monthly visitors. In the US, Quora users are highly educated and

primarily live in West and East Coast metropolitan areas.

Target for greater efficiency

Quora offers contextual, audience, behavioral, and broad

targeting options to reach your audience. You can also further

filter by location, gender, device type, or mobile platform.

Deliver your message in a premium environment

Quora is known for the quality of its questions and answers,

and an internal team of moderators, along with the Quora

community, is dedicated to maintaining that high bar.

20% more likely to

have authorized a

business purchase

63% of users conduct

research before major

online purchases

Advertising on Quora | 2

Reach a coveted audience

Target for greater efficiency

Deliver your message in a premium environment

1

Based on internal Quora data September 2019.1

Age

47% of users

report a HHI

>$100k

Based on internal Quora data September 2019, Comscore Media Metrix December 2020, Comscore Plan Metrix December 20202

2

Gender

Usage

18-34

45%

35-54

32%

55+

20%

<17

3% Female

Male

54%

46%

Desktop

Mobile

25%

75%

There are 10 types of targeting available on Quora Ads ranging from contextual, behavioral, audience, and

broad targeting. Advertisers can also add secondary filters such as location, device, browser, mobile

operating system, gender, email targeting, and exclusionary targeting.

About Quora Ads

Advertising on Quora | 3

What do ads on Quora look like?What targeting options are available on Quora Ads?

Advertisers can choose to run Text Ads, Image Ads, Promoted Answers, and Lead Gen Forms. Ad

placements vary depending on your targeting, but generally include locations such as topic feeds, user

feeds, question pages (Text Ads only), and the Quora email digest (Text Ads only).

Contextual Targeting

Audience Targeting

Broad Targeting

Topic Targeting places ads alongside questions and feeds tagged with specific topics.

Keyword Targeting places ads alongside questions that include your keyword.

Question Targeting places ads on specific question pages.

Website Traffic Targeting delivers ads to users that visited your website.

List Match Targeting delivers ads to users from an email list.

Lookalike Targeting unlocks scale by targeting users similar to an existing audience.

Broad Targeting delivers ads to the largest possible audience on Quora.

Behavioral Targeting

Interest Targeting delivers ads to users who engaged with specific topics.

Keyword History Targeting delivers ads to users who read questions with your keyword.

Question History Targeting delivers ads to users who read specific questions.

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Quora Ads is a self-serve platform that accepts all debit and credit cards.

When you first start running ads on Quora, you are charged when your spend meets specific billing

thresholds. The first threshold is $25 USD, and rises with each successful charge to $50, $250, $500,

and $750. You are charged either when you hit your current billing threshold, or on the first week of the

month, whichever comes first.

For those who wish to be billed via monthly invoicing, contact your Customer Success Manager for

assistance.

Advertising on Quora | 4

How much does it cost to run ads on Quora?

Cost per Click (CPC)

Bid and pay per click on your ad.

Minimum bid is $0.01 USD.

Cost per Impression (CPM)

Bid for 1000 impressions,

pay per impression.

Minimum bid is $0.20 USD.

Conversion Optimized*

Bid for a target CPA,

pay per impression.

Quora Ads uses a live auction system. In the way auctions commonly work, buyers - in this case,

advertisers - offer a bid for the items being auctioned - in this case, ad placements. Final costs

subsequently vary depending on the competitive landscape and your targeting selections.

At this time, Quora Ads offers the following bidding options.

*Conversion Optimized bidding requires the Quora Pixel and 20+ conversions per ad set.

How does billing work on Quora?

1. Impressions: The number of times your Quora ad was viewed.

2. Clicks: The number of times your Quora ad was clicked.

3. CTR: Total clicks divided by total impressions.

4. Clickthrough Conversions:If you have the Quora pixel installed,

a clickthrough conversion is measured if a user clicks your ad and

triggers the Event Pixel within 28 days.

5. Viewhthrough ConversionIf you have the Quora pixel installed, a

viewthrough conversion is measured if a user sees your ad, does not

click it, and triggers the Event Pixel within 24 hours.

6. Conversion %:The conversion rate of your campaign, ad set, or ad.

7. Configure Col Email reports can be set up to deliver Ads Manager

metrics directly to your inbox. Note that only verified Account Users

can receive email reports.

What reporting is available on Quora Ads?

The Quora Pixel is provided to all advertisers and is highly recommended. The pixel is essential in tracking

the ROI of your Quora Ad campaigns, and it provides key insights for optimizations. The Quora Pixel can be

installed directly onto your website or through Google Tag Manager.

In addition to the pixel, the following metrics are available at the campaign, ad set, and ad levels.

1 2 3 4 5 6

7

Impressions:1.

2. Clicks:

3. CTR:

4. Clickthrough Conversions:

5. Viewthrough Conversions:

6. Conversion %:

7. Reporting Tab:Ready to get started? Create an account at quora.com/business

For more resources & tips, visit adshelp.quora.com